Monday, August 30th 2010
AMD Kills ATI Brand, Future Products to Feature Brand Change
This had to happen eventually, and it did just happen: AMD has dissolved the ATI brand completely, and consolidated ATI brands, such as Radeon and FirePro under the AMD main brand. Under the new branding scheme, new graphics products AMD launches (such as the upcoming Radeon HD 6000 series), will do away with "ATI" completely from the logo, marketing material, and so on, and the market will, as it already has been doing since the AMD-ATI merger, albeit informally, refer to Radeon/FirePro products as "AMD Radeon" and "AMD FirePro".
AMD explains its move as an "evolution of the AMD brand portfolio", saying that consolidation of ATI-branded products under the main brand results in reduced marketing overhead. It claims to have surveyed several thousand discrete graphics-aware users in in the U.S., U.K., Germany, China, Japan, Brazil, and Russia. The survey revealed that when made aware of ATI-AMD merger, AMD preference triples; AMD brand is stronger than ATI (against graphics competitors); and that people see Radeon and FirePro product names more conspicuous than ATI, indicating a "permission" to consolidate ATI into AMD. The survey was conducted entirely by AMD.
The company also claimed that this is the perfect time AMD could possibly consolidate ATI brand, because Radeon products are experiencing good sales, and there's high market penetration of AMD's graphics products. Finally, AMD revealed the new brand logos that are nearly identical to the present ATI logos, of course, minus the revered "ATI".
Looking ahead in the future, AMD expects its Vision branding strategy to cover a wide range of PC processor products, making it easy for consumers to choose a PC. Individual processors still carry their own logos, while Vision serves as a blanket logo to describe what the PC is capable of. AMD made it clear that existing Radeon HD 5000 series product (including the Radeon HD 5000 which are being manufactured or will be manufactured), are not affected by this change.
The transition will take place gradually. While current products aren't affected, with future product-lines (starting with Radeon HD 6000 series, and next-generation FirePro). Partners can choose between two kinds of logos (shown in the first image above), one which is more recognizable with the AMD corporate logo embedded, and one without.
Did you like this move? We're sure a lot of you enthusiasts are going to be very vocal about this move. Either comment in the discussion below, or pick an option on our frontpage poll.
AMD explains its move as an "evolution of the AMD brand portfolio", saying that consolidation of ATI-branded products under the main brand results in reduced marketing overhead. It claims to have surveyed several thousand discrete graphics-aware users in in the U.S., U.K., Germany, China, Japan, Brazil, and Russia. The survey revealed that when made aware of ATI-AMD merger, AMD preference triples; AMD brand is stronger than ATI (against graphics competitors); and that people see Radeon and FirePro product names more conspicuous than ATI, indicating a "permission" to consolidate ATI into AMD. The survey was conducted entirely by AMD.
The transition will take place gradually. While current products aren't affected, with future product-lines (starting with Radeon HD 6000 series, and next-generation FirePro). Partners can choose between two kinds of logos (shown in the first image above), one which is more recognizable with the AMD corporate logo embedded, and one without.
111 Comments on AMD Kills ATI Brand, Future Products to Feature Brand Change
I personally would have preferred myself that they kept things as they were. Who gives a rats butt if some marketing monkey thought it was a good idea to change things? I'm getting tired of the entire "if marketing says it's a good idea.." mindset nowadays. Did it ever occur to someone that sometimes things DO NOT need to be changed just because they are old or some tweeners they packed into a room with a one-way mirror liked it?
Myself, a Radeon video card will ALWAYS be ATI and if some AMD marketing guy does not like it he can bite me.
*salutes the coffin draped with a flag showing the ATI logo, the honor guard shouldering their DX10 rifles giving a 21-gun salute, as it is put into the ground to the sound of Taps with not a dry eye to be found…*
ATI Radeon
2000 to 2010
Rest In Peace but you will never be forgotten
Green.... Ewww ;)
Big company buys the smaller one when they're struggling and tries to turn a profit. If successful, but company absorbs the smaller company and continues on it's merry way. The same thing would happen to nVidia, did happen to 3DFX, Lincoln, Mercury, Hudson, Nash, Oldsmobile and countless other corporations.
WCW for those nerds that watched that back in the day suffered the same exact fate.
I can imagine Intel using ATI graphics which they currently do, but can you imagine them using Radeon with that AMD logo on them? NO. AMD scrapping ATI is like taking away a massive marketing muscle and a well known name that people acquaint as Pure Quality & Performance.
But on the other hand, Thank goodness they didn’t call them AMD Radeon, just does not sound right. I can get used to Radeon Graphics though.
The laptops with the radeon/firepro branding and the core i7 logos!
Ahahahahahahaha they know they need to get their mobile processor product line in gear!
So long ATi :rockout:
Last time we saw her was as the 5000 series was coming out.
As my connection took ages to load the pic you posted I thought you were going to take the piss as the first thing I was was grey hair lol.
She's indeed getting old.
At least she has lost her Egg Plant shaped head.
Next thing I wonder is what AMD are going to change the CCC System tray Icon to.
5850 all in wonder Pro or 6850 all in wonder Pro
I will miss ATI
:'(
:cry::cry::cry::cry::cry:
You just made Ruby very mad :D
www.fudzilla.com/graphics/graphics/next-generation-console-want-fusion
Sigh* The best kind of women are blonde and blue eyed!